Beco’s #WarOnWhatsHidden campaign has triggered a broader discussion around ingredient transparency, informed consumer choice and comparative advertising in the consumer products category.
The campaign, which began by helping consumers understand what goes into everyday products, has now expanded into a broader conversation about access to product information and transparency.
The development follows an interim order by the Delhi High Court directing Beco to take down advertisements associated with the campaign. The court observed that, when viewed as a whole, the specific campaign crossed the contours of permissible comparative advertising.
Beco said it respects the court’s finding and is complying with the order in full. The company also clarified that the order is limited to the campaign in question and does not prevent it from undertaking comparative advertising related to the products in the future, subject to the legal boundaries established by the court.
The company maintained that comparative advertising has a legitimate role in a competitive market, while consumers have an equal right to information that helps them make informed decisions.
Beco said the campaign has helped bring ingredient transparency into wider public and industry discussions, adding that transparency should be viewed as a standard for products rather than simply a marketing approach.
The company also acknowledged the contribution of its partners involved in developing and executing the campaign.
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